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One detail page that you really want to put on your site and also link from your navigation menu is the About Us page. No other page does more for establishing visitors' trust in what you offer. In fact, the About Us page might as well be called the, Can I Trust You page. Because your online visitors may never meet you in person, they need a way of knowing more about you, so they can be sure you're okay to do business with. Or that the information you're providing is accurate. Think about what that means for your site. Your About Us page is the best location to provide the details that will help someone to trust you, like all the other detail pages on your site, the content here should be truthful and open.
If you have a physical location, tell people the address, include a professional looking image of the building, or even the interior of your location if that makes sense. Say who you are, including contact details, at a minimum link to a Contact Us Form, but it's much better to provide an email address and phone number. If you're providing a service, say what hours you are available, either your store hours or your phone hours and say what time zone you're in. Give visitors some history, how long you have been in business, and what makes you good at what you do.
If you provide a service, mention some clients, mention your business's size and other pertinent facts. You may also want to provide links to your policies, what work you do in the community, frequently ask questions, and other content that will help people to understand if you're a good match for their needs. It might seems strange that we are calling out this one particular page, but About Us content can make or break a relationship with your visitors. In studies I run, participants look for whatever proof they can find that the website they're on is trustworthy. The About Us page is your one big chance to make a good impression.
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